The Differences Between CRM and Database Marketing by Bob McKim Even with all of the hoopla surrounding customer relationship management (CRM) these days, it's only now that management is beginning to wonder: Is there a difference between CRM and database marketing? They're also asking the bottom-line question: What can we really expect in return for all the money we're pouring into CRM? Both disciplines have similar and overlapping characteristics, such as providing a 360-degree view of the customer and integrating all the data into a common system. While implementation costs can be similar, CRM appears to be the more expensive exercise. CRM
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